As the world marks International Women’s Day 2025, we celebrate the resilience, ingenuity, and contribution of women in driving economic growth and improving household nutrition. In Kenya, one of the most visible yet often overlooked players in this space is the mama mboga (the last-mile vegetable vendor) who ensures families have access to fresh and affordable produce daily.
Mama mbogas are the backbone of Kenya’s traditional food markets. They bridge the gap between smallholder farmers/suppliers and consumers, providing a crucial link in the vegetable supply chain. However, despite their vital role, they face numerous challenges, including unreliable vegetable supply, limited access to safe and diverse vegetables, poor market infrastructure, and a lack of business support. Recognizing their potential to drive change, the Global Alliance for Improved Nutrition (GAIN), through the FoodFiti brand, is empowering mama mbogas to not only thrive in business but also transform the nutritional landscape of low-income communities.
Strengthening Vegetable Supply Chains for Mama Mbogas
One of the primary challenges facing mama mbogas is inconsistent access to quality vegetables. Many vendors struggle to secure a reliable supply of fresh produce, often leading to time wastage in sourcing, reduced incomes, and missed opportunities to provide consumers with a variety of nutrient-dense vegetables. GAIN has tackled this issue by implementing the Market Facilitator model, which links mama mbogas to Farmer Producer Organizations that ensure a consistent, safe, and traceable supply of vegetables.
This model also reduces the cost of logistics, provides safety to mama mbogas through reduced mobility and exposure to any form of harassment while accessing the vegetables from producers. Moreover, the model improves vegetable traceability, ensuring that families, particularly mothers and children, have access to nutrient-rich produce and diverse vegetables such as amaranth, black nightshade, and spinach.
Margaret Wambui, a mama mboga in Mawanga, Nakuru County
Enhancing Business and Customer Engagement Skills
To further empower mama mbogas, GAIN has introduced tailored training programmes that equip them with essential business, marketing, and customer service skills. These programmes help vendors increase the women agency to understand the importance of food safety, improve their stall hygiene, and adopt good handling practices. With these new skills, mama mbogas are not just vendors but trusted advisors in their communities, guiding customers on vegetable selection and preparation to maximize nutritional benefits.
Additionally, GAIN has provided mama mbogas with branded aprons, waste disposal buckets, vegetable display covers, nameboards, and other materials to enhance their visibility and credibility. These efforts boost consumer trust, increase foot traffic to their stalls, and ultimately drive more sales and incomes for the mama mbogas.
“The training I received from FoodFiti has really helped me gain knowledge on how to manage my business and gain more profit. Before joining the project, I was not able to effectively manage my business, including maintaining proper hygiene, something I have now improved greatly,” shares Mary Mutani, a mama mboga in Nairobi.
Mary has been in the vegetable business for over 20 years now and the business has helped raise her children, catering for her household needs while complementing her husband’s efforts of providing for the family.
Beatrice Injendeka, a mama mboga in Umoja 2, Nairobi County
Driving Demand for Nutritious Diets
Even with improved supply chains, increased vegetable consumption requires deliberate efforts to drive demand. The FoodFiti brand, the anchor to all Vegetables for All project activities, has positioned mama mbogas as key influencers in promoting fresh, safe, and affordable vegetables.
Through community engagement initiatives such as roadshows, cooking demonstrations, and mass media campaigns, FoodFiti encourages consumers—especially mothers—to diversify their vegetable choices and explore innovative ways to prepare them. FoodFiti is inspiring families to make healthier food choices, ultimately contributing to improved public health outcomes.
Policy Advocacy for a More Supportive Business Environment
Beyond direct support to vendors, GAIN is working with county governments to create an enabling environment for mama mbogas. By engaging policymakers in Nairobi, Kiambu, Machakos, Nakuru, and Mombasa, the project is advocating for better market infrastructure, improved food safety regulations, and stronger farmer-vendor linkages. This approach ensures that interventions are sustainable and scalable, benefiting both vendors and consumers.
Impacting Lives, Transforming Communities
Since the inception of the Vegetables for All project, over 11,000 mama mbogas have been supported with business development initiatives and more than three million people reached through the various consumer awareness media activities, inspiring healthier eating habits. Additionally, over 1,500 good agricultural practices-compliant suppliers have been identified to provide safe and quality vegetables to last-mile vendors.
These interventions are not just about improving businesses; they are about transforming lives. When a mama mboga thrives, she supports her family, educates her children, and strengthens her community. By empowering these women, GAIN is fostering a ripple effect of economic empowerment and nutritional well-being, ensuring that every household has access to the vegetables they need for a healthier future.
A Call to Action
On this International Women’s Day, let us recognize the power of women at the heart of food systems. Governments, private sector players, and development organizations must continue to invest in the empowerment of mama mbogas—not just as vendors but as change-makers. Let’s support them, celebrate them, and amplify their impact. By doing so, we create a more resilient, nutritious, and economically vibrant Kenya for all.